Mumbai Police has launched a public safety campaign urging citizens to spare a minute for Mumbai (‘Mumbai Ke Liye 1 Minute’), and check their immediate surroundings for anything suspicious.
Three films have been conceived by Ogilvy & Mather as part of the integrated campaign. Each of the films features a protagonist leading by example by being vigilant in public places.
A film set in a mall shows an elderly lady making an effort to look under and around her table at a food court, setting an example for a young bystander who offers to help thinking she’s dropped something. Another film shows a pregnant woman in a cinema hall being responsible, checking under and behind her seat with help from others. The last film is set in a train, featuring a visually challenged man as the protagonist. The protagonists convey the key message that it takes just a minute, while a voice over says, “Thoda aas paas nazar rakhein. Kisi vyakti, vastu ya vahan par shak ho to turant police ko phone karein.” (Please keep a watch on your immediate surroundings. If you doubt any suspicious person, vehicle or thing, immediately call the Police.” The super reads ‘Mumbai Police Call 100’.
On the campaign, RR Patil, Home Minister, Maharashtra, said, "The Government and police are doing their best to ensure security in the city. However, we also appeal to the citizens to be alert."
Abhijit Avasthi, NCD, Ogilvy& Mather, said, “How the campaign is pitched is extremely crucial when it involves Mumbai Police. We try to keep it interesting, simple and honest. It worked for us in our earlier campaign for Mumbai Police. Nobody likes to take down a set of instructions but everyone is open to receive a good message at the end of a sweet story.”
Harshad Rajadhyaksha, group creative director, Ogilvy Mumbai, added, “Mumbaikars are always on the run; forever racing against time. To make them pay heed, let alone act on safety measures, is a task easier said than done. Born out of that very insight was ‘Mumbai ke Liye 1 Minute’. It’s a callout to the citizens, reminding them that it doesn’t take much to make Mumbai a safer place.”
Kainaz Karmakar, group creative director, Ogilvy Mumbai, said, “All it takes is a minute to look around. To make this point more dramatic we chose to weave stories around characters, who despite their physical challenges, manage to take a minute to look around, leaving viewers with a question in their minds: ‘If they can, why can’t I?’”
Watch the earlier campaign by Mumbai police for women’s safety here.
Client: Mumbai Police
Creative agency: Ogilvy & Mather
National creative director: Abhijit Avasthi
Group creative directors: Harshad Rajadhyaksha, Kainaz Karmakar
Creative director: Ramakrishnan Hariharan
Associate creative director: Rajeshwari Rao
Creative team: Ashok Karkala, Gaurav Kumar, Sagar Parab, Vishaka Modak, Mithila Desai
President (Mumbai and Kolkata): Navin Talreja
Account management: Hirol Gandhi, Nikhil Mohan, Sudarshan Srinivasan, Avtar Singh Negi
Agency film production executive: Vikrant Mishra
Production house: Code Red Films
Director: Gajraj Rao
Producer: Subrat Ray